'I Would Sell Any Horse at Any Time': Ludwig Svennerstal Has Eyes on Tokyo, but His Strategically Built Business Comes First

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... handsome, clever, and rich… seemed to unite some of the best blessings of existence.”

This statement, the opening paragraph of Jane Austen’s classic novel “Emma”, could, at first glance, sum up Swedish eventer Ludwig Svennerstal rather than Austen's title character. The UK-based rider – who achieved his dream of riding at the Olympics way back in London at only 21-years-old – now has his sights set on a third go at the Olympic Games, this time in Tokyo in the year 2020. With around 12 horses to compete at the advanced level next year – half his string – from which he will whittle down his choice for Tokyo 2020, he seems like a fortunate young man indeed.

What makes him much more interesting is that, in just a handful of years, he has turned his youthful passions into a properly successful business. Ludwig has approached the sport of eventing, which is light years behind most sports in terms of financially viable professional careers for its participants, with a combination of business skills, a vision of the future, and horsemanship – and he’s thriving.



How has he...